The ________ influence is the reference group influence that helps the consumer to make decisions about specific brands or activities.

Question

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Comparative influence refers to the reference group influence that helps the consumer to compare and evaluate different brands or activities. This type of influence is particularly effective when the reference group members have knowledge or experience in the product or service category. Normative influence, on the other hand, is the reference group influence that motivates the consumer to conform to the group's values and expectations. Selective influence refers to the reference group influence that involves learning from others' experiences but not necessarily adopting their views or behaviors. Coercive influence involves pressure or force from the reference group to conform to its standards or expectations.

The ________ Influence Is the Reference Group Influence That Helps